Marketing mix · 营销组合
| English | 中文 | Pinyin · 拼音 |
|---|---|---|
| marketing mix/ˈmɑːkɪtɪŋ mɪks/ | 营销组合 | yíng xiāo zǔ hé |
| target market/ˈtɑːɡɪt ˈmɑːkɪt/ | 目标市场 | mù biāo shì chǎng |
| product life cycle/ˈprɒdʌkt laɪf ˈsaɪkl/ | 产品生命周期 | chǎn pǐn shēng mìng zhōu qī |
| introduction/ˌɪntrəˈdʌkʃn/ | 引入期 | yǐn rù qī |
| growth/ɡrəʊθ/ | 增长 | zēng zhǎng |
| maturity/məˈtʃʊərɪti/ | 成熟期 | chéng shú qī |
| decline/dɪˈklaɪn/ | 衰退期 | shuāi tuì qī |
| penetration/ˌpenɪˈtreɪʃn/ | 渗透定价 | shèn tòu dìng jià |
| skimming/ˈskɪmɪŋ/ | 撇脂定价 | piē zhī dìng jià |
| extension strategies/ekˈstenʃn ˈstrætədʒiz/ | 延长策略 | yán cháng cè lüè |
The four ingredients of marketing
- A great product at the wrong price, or sold in the wrong place, still fails.
- The marketing mix 营销组合 — the 4 Ps — has to get everything right together.
营销的四种成分
- 一个价格错误的好产品,或在错误的地方出售,仍然会失败。
- 营销组合(marketing mix)——4 个 P——必须把一切一起做对。
Which are the 4 Ps of the marketing mix? (Select all that apply.) · 哪些是营销组合的 4 个 P?(选择所有适用的。)
The 4 Ps are Product, Price, Place and Promotion — not Profit. · 4 个 P 是产品、价格、渠道和促销——不是利润。
Where and how a product is sold and distributed is the ______ element of the mix. · 一个产品在哪里以及如何被出售和分销是组合的______要素。
Place covers the distribution channel. · 渠道涵盖分销渠道。
The 4 Ps
- Product: what you sell. Price: what you charge.
- Place: where and how you sell it. Promotion: how you tell people.
- They must work together and suit the target market 目标市场.
The marketing mix combines the four Ps — product, price, place and promotion — into one strategy
Advertising on giant screens: promotion is part of the marketing mix
4 个 P
- 产品(Product):你卖什么。价格(Price):你收多少。
- 渠道(Place):你在哪里以及如何卖它。促销(Promotion):你如何告诉人们。
- 它们必须一起运作并适合目标市场。
营销组合把四个 P——产品、价格、渠道和促销——结合成一个策略
在巨型屏幕上做广告:促销是营销组合的一部分
The marketing mix (4 Ps) · 营销组合(4 个 P)
The marketing mix is the four decisions a business blends to sell a product well. · 营销组合是一个企业为了把一个产品卖好而调和的四个决定。
Put the product life cycle stages in order. · 把产品生命周期阶段按顺序排列。
Sales rise through introduction and growth, peak at maturity, then decline. · 销售在导入和成长中上升,在成熟时达到顶峰,然后衰退。
The product life cycle 产品生命周期
- Most products pass through introduction 引入期 → growth 增长 → maturity 成熟期 → decline 衰退期.
- Sales and the right marketing differ at each stage.
A product's sales rise, peak at maturity, then fall — unless extended.
产品生命周期
- 大多数产品经历导入 → 成长 → 成熟 → 衰退。
- 销售和正确的营销在每个阶段不同。
一个产品的销售上升,在成熟时达到顶峰,然后下降——除非被延长。
Setting a low price to win market share quickly is: · 设定一个低价以快速赢得市场份额是:
Penetration pricing uses a low price to gain share. · 渗透定价用一个低价来获得份额。
An extension strategy aims to prolong the life of a product. · 一个延长策略旨在延长一个产品的生命。
Extension strategies delay the decline stage. · 延长策略推迟衰退阶段。
Pricing and promotion methods
- Pricing: cost-plus, penetration 渗透定价 (low to win share), skimming 撇脂定价 (high at launch), competitive.
- Promotion: advertising, sales promotions (offers), and now heavily social media.
- Extension strategies 延长策略 (restyling, new uses) prolong a product's life.
The 4 Ps must match each other. A luxury product needs a high price, exclusive shops and classy promotion. Cutting the price but keeping luxury promotion sends a confused message.
定价和促销方法
- 定价:成本加成、渗透(低价以赢得份额)、撇脂(推出时高价)、竞争性。
- 促销:广告、销售促销(优惠),以及现在大量的社交媒体。
- 延长策略(restyling、新用途)延长一个产品的生命。
4 个 P 必须彼此匹配。 一个奢侈品需要高价格、专卖店和高档的促销。降低价格但保持奢侈品促销发出一个混乱的信息。
You've got it
- the marketing mix = Product, Price, Place, Promotion (the 4 Ps), working together
- products pass through introduction → growth → maturity → decline
- pricing (penetration, skimming), promotion and extension strategies keep sales alive
你掌握了
- 营销组合 = 产品、价格、渠道、促销(4 个 P),一起运作
- 产品经历导入 → 成长 → 成熟 → 衰退
- 定价(渗透、撇脂)、促销和延长策略保持销售活力